本文選題：零售　切入點(diǎn)：多元　出處：《河北科技大學(xué)》2013年碩士論文

【摘要】：在經(jīng)濟(jì)高速發(fā)展的今天,越來越多的服裝品牌沖擊著中國市場,造成了品牌與品牌之間風(fēng)格相似、目標(biāo)人群重合,使得品牌之間的區(qū)別變得模糊不清,加劇了服裝市場的競爭。在這樣的情況下,品牌服裝企業(yè)開始逐漸認(rèn)識(shí)到滿足客戶需求、分析客戶購買偏好、提高企業(yè)信息化程度以及發(fā)展、管理客戶關(guān)系的重要性。 本課題在北京地區(qū)選取5個(gè)零售“多元”品牌服裝企業(yè)——ZARA、HM、GAP、熱風(fēng)和西遇,對其進(jìn)行深入分析。課題將上述5個(gè)品牌的客戶關(guān)系管理體系按照公司重要理念、目標(biāo)人群、產(chǎn)品組合、供應(yīng)鏈、信息系統(tǒng)及銷售服務(wù)6個(gè)方面分別進(jìn)行了詳細(xì)的分析；采用SWOT的方法對各個(gè)品牌的優(yōu)勢、劣勢、機(jī)會(huì)與威脅進(jìn)行了分析與比較；將5個(gè)品牌劃分為兩種不同類型。通過總結(jié)其經(jīng)驗(yàn)和規(guī)律,發(fā)現(xiàn)其存在的共性問題,并針對問題提出改善建議,完善零售“多元”服裝品牌企業(yè)客戶關(guān)系管理體系。對熱風(fēng)客戶關(guān)系管理體系方面的缺陷進(jìn)行總結(jié),提出完善方案為：建立完善的會(huì)員制度及客戶服務(wù)中心；重視收集反饋信息；將CRM與DRP整合,加強(qiáng)企業(yè)對反饋信息的深層分析和反應(yīng)速度；重視員工,對其信息進(jìn)行更科學(xué)的管理；制定競爭對手的信息資料庫5個(gè)方面,針對各個(gè)方面制定、設(shè)計(jì)了相應(yīng)的具體措施及方案。建立了針對熱風(fēng)品牌的滿意度方面和信息業(yè)務(wù)能力方面的評(píng)價(jià)體系,并對其進(jìn)行了重要性調(diào)查,采用層次分析法,計(jì)算出各個(gè)指標(biāo)的權(quán)重,為熱風(fēng)公司更好地滿足顧客、員工需求以及提升企業(yè)信息業(yè)務(wù)能力方面提供了首要依據(jù)。
[Abstract]:Today, with the rapid development of economy, more and more clothing brands impact the Chinese market, resulting in the similarity between brands and brands, the overlap of target groups, and the blurring of the distinction between brands. Under such circumstances, brand clothing enterprises begin to realize the importance of satisfying customer demand, analyzing customer purchase preference, improving enterprise information level and developing, and managing customer relationship. This topic selects 5 retail "multi-brand" brand clothing enterprises in Beijing area, ZARAA HMX GAPs, hot wind and westward encounter, carries on the thorough analysis to it. The subject takes the customer relationship management system of the above five brands according to the company important idea, targets the crowd, The product combination, supply chain, information system and sales service are analyzed in detail, and the advantages, disadvantages, opportunities and threats of each brand are analyzed and compared by using SWOT method. The five brands are divided into two different types. Through summing up their experiences and laws, the common problems are found, and suggestions for improvement are put forward. Improve the customer relationship management system of retail "multiple" clothing brand enterprises. Summarize the shortcomings of hot wind customer relationship management system, and put forward the perfect scheme: establish a perfect member system and customer service center; Pay attention to collecting feedback information, integrate CRM with DRP, strengthen the deep analysis and response speed of feedback information, attach importance to employees, manage their information more scientifically, and make the information database of competitors. Aiming at each aspect, the author designs the corresponding concrete measures and schemes, establishes the evaluation system for the satisfaction degree of hot wind brand and the information business ability, and investigates its importance, and adopts the Analytic hierarchy process (AHP). The weight of each index is calculated, which provides the primary basis for hot wind company to better meet the needs of customers, employees and enhance the ability of enterprise information business.
【學(xué)位授予單位】：河北科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.86;F274

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